Ecommerce Growth

Ways to Optimize Your Ecommerce SEO

Ecommerce Growth

Ways to Optimize Your Ecommerce SEO


Are you looking to boost your ecommerce rankings? You’ve come to the right place! Here's a quick ecommerce SEO checklist to get you started:

  1. Set up Google Analytics and Search Console
  2. Conduct keyword research using tools like SEMrush and Moz
  3. Optimize your site structure for better navigation
  4. Enhance page load speed and mobile responsiveness
  5. Create high-quality content and optimize your product pages
  6. Build quality backlinks and engage on social media
  7. Monitor your SEO performance and adapt to changes

Ecommerce is growing faster than ever. Did you know that global ecommerce sales are projected to reach over $7.4 trillion by 2025? To stay competitive, getting your SEO right is vital.

SEO is not just for traffic; it helps you reach the right audience and boosts your online store’s visibility and sales. This is where First Pier can help. With our expertise in Shopify development and optimization, we can support your journey to building a high-performance online store.

Companies that excel in ecommerce growth understand the importance of SEO. It’s about making sure your website shows up when potential customers are searching. With the right strategies, you can turn visitors into loyal customers.

SEO best practices in ecommerce - ecommerce seo checklist infographic infographic-line-5-steps

By following these actionable SEO tips, you'll be well on your way to improving your site's rankings and growing your business. Ready to dive in? Let's get started!

Understanding Ecommerce SEO Basics

To boost your ecommerce rankings, you need to understand the basics of SEO. This involves setting up essential tools, conducting effective keyword research, and optimizing for mobile. Let’s break it down.

Setting Up Essential Tools

Before diving into keyword research, you need to set up Google Analytics and Google Search Console. These tools are crucial for tracking your site's performance and understanding how visitors interact with your pages.

  • Google Analytics: Start by creating a Google Analytics account. This platform will help you monitor your website traffic, user behavior, and conversion rates. It provides insights into which pages are performing well and which need improvement.

  • Google Search Console: After setting up Google Analytics, sign up for Google Search Console. This tool allows you to measure search traffic, fix issues, and improve your site’s performance in Google Search results. Don’t forget to submit your sitemap.xml to make it easier for Google to find your content.

Conducting Effective Keyword Research

Keyword research is the foundation of your ecommerce SEO checklist. It helps you understand what your potential customers are searching for and how to target those queries effectively.

  • Long-tail keywords: These are longer and more specific phrases that users are likely to search for. They usually have lower search volumes but higher conversion rates. For example, “best shoes for walking on concrete” is a long-tail keyword.

  • Buyer intent: Focus on keywords that indicate a strong buying intent. For instance, phrases like “buy,” “discount,” and “best price” show that the user is ready to make a purchase.

  • SEMrush and Moz: Use tools like SEMrush and Moz to find relevant keywords. These tools provide data on search volume, keyword difficulty, and competitive density. They also offer insights into your competitors' strategies, helping you find gaps and opportunities.

Mobile Optimization

With more people shopping online via mobile devices, mobile optimization is non-negotiable. Google’s mobile-first indexing means your mobile site’s performance directly affects your search rankings.

  • Responsive design: Ensure your website is mobile-friendly. Use responsive design so that your site looks good and functions well on all devices.

  • Google's Mobile-Friendly Test: Use this tool to check if your site is mobile-friendly. If there are issues, address them immediately to improve user experience and rankings.

mobile optimization - ecommerce seo checklist

By setting up these essential tools, conducting thorough keyword research, and optimizing for mobile, you'll lay a strong foundation for your ecommerce SEO strategy. Up next, let's explore how to craft an SEO-friendly site structure.

Crafting an SEO-Friendly Site Structure

Creating a well-organized site structure is vital for both users and search engines. A clear and logical layout helps visitors find what they need quickly and makes it easier for search engines to crawl and index your site. Here’s how to get it right:

Optimizing URL Structures

URLs are like the address of a webpage. A good URL structure can improve your SEO by making your site easier to navigate and understand.

  • Descriptive URLs: Ensure your URLs describe the content of the page. For example, instead of, use

  • Short URLs: Keep them concise. Shorter URLs are easier to read and share. Aim for URLs under 60 characters.

  • Keyword Inclusion: Place your target keyword close to the beginning of the URL. For instance, is better than

Enhancing Internal Linking

Internal links connect one page of your site to another. They help users navigate and distribute link equity across your site, boosting SEO.

  • Breadcrumbs: Breadcrumbs show the path users took to get to a page. They help visitors understand their location on your site and make it easy to backtrack. For example, Home > Men > Shoes > Running Shoes.

  • Menu Navigation: A clear, intuitive menu is essential. Use descriptive labels and relevant keywords to guide users to different sections of your site. Look at Petland’s website for a great example of simple yet informative menu navigation.

  • Link Equity: Internal links pass value from one page to another. Highlight related products or content on your pages to keep users engaged and improve the visibility of key pages. For instance, iHerb showcases related products and frequently bought together items.

User Navigation

Good navigation ensures users can find what they need without frustration.

  • Site Architecture: Organize your website in a hierarchical structure. Start with broad categories on the homepage, leading to more specific subcategories and product pages. Aim for users to reach any page within three clicks.

  • Menu Navigation: Your menu should be intuitive and user-friendly. Include main categories and subcategories, and use clear labels. For example, a menu might have labels like "Men's Clothing > Shirts > Casual Shirts."

  • Breadcrumbs: These help users understand their location on your site and easily navigate back to previous pages. They also help search engines understand your site’s structure.

By focusing on a clear site architecture, optimizing URL structures, and enhancing internal linking, you’ll create a user-friendly site that search engines will love. Next, we’ll dive into leveraging on-page SEO techniques to further boost your ecommerce site’s rankings.

Leveraging On-Page SEO Techniques

Optimizing Product Pages

Meta Tags

Meta tags are small pieces of HTML code that provide information about your page to search engines. The two most important meta tags are the title tag and the meta description. Your title tag should be clear, concise, and include your primary keyword. Keep it under 60 characters to ensure it displays fully in search results. For example, "Best Waterproof Mascara for Sensitive Eyes" is a good title tag.

The meta description should be compelling and informative, ideally including your main keyword. Keep it under 150 characters. For instance, "Discover the best waterproof mascara for sensitive eyes. Long-lasting, smudge-proof, and gentle on your skin."

Alt Tags

Alt tags, or alternative text, describe images to search engines and visually impaired users. They improve accessibility and SEO. Use clear, descriptive language and include keywords naturally. For example, for an image of a blue running shoe, you might use "Blue running shoe for men, lightweight and durable."

Content Quality

High-quality content is essential. It should be engaging, informative, and useful to your audience. Avoid keyword stuffing. Instead, use keywords naturally within the context of your content. Aim for concise paragraphs and clear, easy-to-read language.

Page Titles

Your page titles should be unique and descriptive. They should include your primary keyword and clearly convey the page's content. For example, "Buy Men's Casual Shirts - 100% Cotton, Various Styles."

Crafting Compelling Content

Product Descriptions

Your product descriptions should be detailed and persuasive. Highlight the benefits, features, and unique selling points of your product. Use natural language and include your primary keywords. For example, "This waterproof mascara is perfect for sensitive eyes. It's long-lasting, smudge-proof, and gentle on your skin."

High-Quality Images

Images are crucial for ecommerce. They provide a visual representation of your product and can significantly impact purchase decisions. Use high-resolution images and show your product from multiple angles. Ensure your images are optimized for fast loading by compressing them without sacrificing quality.

Alt Text

As mentioned earlier, alt text is vital for image SEO. Use clear, descriptive language and include keywords naturally. For example, "High-quality image of a men's casual cotton shirt in blue."

Blog Posts

Blog posts are a great way to attract new users and improve your SEO. Write about topics relevant to your audience and include your products where appropriate. For example, a post titled "Top 10 Waterproof Mascaras for Sensitive Eyes" can showcase your products.


Adding FAQs to your product and category pages can improve user experience and SEO. Answer common questions about your products, shipping, returns, and more. For example, "Is this mascara safe for sensitive eyes?" with a detailed answer.

Guides and How-To Articles

Guides and how-to articles can provide valuable information to your customers and improve your SEO. For example, a guide titled "How to Choose the Right Running Shoes" can include links to your products.

By optimizing your product pages and crafting compelling content, you can significantly improve your ecommerce site's SEO. Next, we'll explore technical SEO strategies to further boost your site's performance.

Utilizing Technical SEO Strategies

Improving Page Load Speed

A fast-loading website is crucial for both user experience and SEO. According to, 53% of consumers expect ecommerce pages to load in up to three seconds. Here are some quick ways to speed up your site:

  • Compress Images: Use tools like TinyPNG to reduce image file sizes without compromising quality.
  • Use a Content Delivery Network (CDN): CDNs like Cloudflare can distribute your content across multiple servers worldwide, reducing load times.
  • Minimize JavaScript and CSS: Reduce the amount of JavaScript and CSS files to speed up page rendering. Tools like Google’s PageSpeed Insights can help identify areas for improvement.

Ensuring Mobile Responsiveness

With mobile traffic accounting for over 50% of global internet usage, mobile responsiveness is non-negotiable. Google also prioritizes mobile-first indexing, meaning it primarily uses the mobile version of a site for ranking and indexing.

  • Responsive Design: Ensure your site adapts to different screen sizes. All BigCommerce sites are responsive by default.
  • Mobile-Friendly Test: Use Google’s Mobile-Friendly Test to check how easily a visitor can use your page on a mobile device.
  • Optimize for Speed: Mobile users are even less patient with slow load times. Compress images, use lazy loading, and limit the use of heavy scripts.


Security is a ranking factor. An SSL certificate ensures data transmitted between the user and your site is encrypted.

  • Install SSL: Make sure your website uses HTTPS. This not only secures data but also boosts your SEO. Sites without SSL certificates may display warnings to users, discouraging them from visiting.

XML Sitemaps

An XML sitemap helps search engines understand your site's structure and find all your pages.

  • Create an XML Sitemap: Use tools like Google’s Structured Data Markup Helper to generate a sitemap.
  • Submit to Search Console: Once created, submit your XML sitemap to Google Search Console to ensure all your pages are indexed.

By focusing on these technical SEO strategies, you can significantly improve your ecommerce site's performance and rankings. Next, we'll dive into leveraging off-page SEO techniques to further enhance your SEO efforts.

Harnessing the Power of Off-Page SEO

Off-page SEO is all about actions outside your website that impact your rankings. Let’s explore two crucial elements: building quality backlinks and expanding social media engagement.

Building Quality Backlinks

Backlinks are links from other websites to yours. They act like votes of confidence, telling search engines your site is trustworthy and valuable.

Guest Posting: Writing articles for other websites in your niche is a great way to get backlinks. For example, if you sell eco-friendly products, contribute a guest post to a blog focused on sustainable living. Include a link back to your store in the author bio or within the content.

Authority Sites: Links from high-authority sites are gold. They boost your site's credibility. Tools like Ahrefs and Moz can help you find these sites. Check your competitors' backlinks to see where they are getting their links from.

Link Building Tools: Tools like Semrush’s Link Building Tool streamline the process. They help you find potential backlink sources, manage outreach, and monitor your backlinks.

Influencer Partnerships: Collaborate with influencers in your industry. For instance, a fashion store could partner with a popular fashion blogger. The influencer can review your products and link back to your site. This not only gets you backlinks but also exposes your brand to a larger audience.

Expanding Social Media Engagement

Social media helps drive traffic and indirectly impacts your SEO.

Content Sharing: Share your content on social media platforms. Engaging content can go viral, bringing more visitors and potential backlinks. For example, a well-designed infographic can be shared widely, attracting links from other sites.

Profile Optimization: Ensure your social media profiles are complete and link back to your website. This provides additional backlinks and makes it easier for users to find your site.

Social Signals: While social signals (likes, shares, comments) don’t directly impact SEO, they can increase your content’s visibility. High engagement can lead to more backlinks. For instance, a popular tweet can catch the attention of bloggers who might link to your content.

Influencer Partnerships: Collaborating with influencers on social media can boost your brand’s visibility. They can share your content with their followers, driving traffic and generating backlinks. For example, a tech influencer reviewing your gadget can result in increased traffic and backlinks from tech blogs.

By focusing on these off-page SEO techniques, you can significantly enhance your ecommerce site's visibility and rankings. Next, we'll discuss how to monitor and adapt to SEO changes to stay ahead of the competition.

Monitoring and Adapting to SEO Changes

Using Analytics to Track Performance

To stay ahead in the SEO game, tracking your performance is essential. Tools like Google Analytics provide a wealth of data to help you understand how your site is performing. Here's what you need to focus on:

SERP Positions: Keep an eye on your Search Engine Results Page (SERP) positions. Knowing where your pages rank for key terms helps you understand what’s working and where you need improvement.

Traffic Analysis: Analyze your traffic sources to see where your visitors are coming from. Are they finding you through organic search, social media, or direct visits? This insight can guide your marketing strategies.

Conversion Rates: Track how well your traffic converts into sales. High traffic with low conversion might mean your SEO is working, but your site needs optimization for better user experience or more compelling calls to action.

Bounce Rates: A high bounce rate can signal issues with page relevance or loading speed. Use this data to tweak your content and improve user engagement.

Conducting Regular SEO Audits

Regular SEO audits are like health check-ups for your website. They help identify issues that could be hampering your site's performance. Here's what to look for:

Crawl Errors: Use Google Search Console to identify crawl errors. These errors prevent search engines from indexing your pages properly, impacting your rankings.

Duplicate Content: Duplicate content can confuse search engines and dilute your SEO efforts. Tools like ScreamingFrog can help you find and fix these issues.

Content Gaps: Look for gaps in your content where your competitors are ranking but you aren’t. This can help you identify new topics to create content around, keeping your site relevant and competitive.

Algorithm Updates: Google’s algorithms change frequently. Stay updated with these changes to ensure your strategies remain effective. Resources like Moz and SEMRush can keep you informed about the latest updates.

Performance Tracking: Regularly review your site's performance metrics. If you notice a dip in traffic or rankings, it might be time to re-evaluate your SEO strategy. Use tools like PageSpeed Insights to check and improve your site speed.

By continuously monitoring and adapting your SEO strategies, you can ensure your ecommerce site remains competitive and continues to grow. Next, we'll dive into the ecommerce SEO checklist for 2024 to help you stay ahead of the curve.

Ecommerce SEO Checklist for 2024

As we head into 2024, staying on top of the latest ecommerce SEO trends and algorithm changes is crucial. Here's a quick and easy ecommerce SEO checklist to help you optimize your site and boost your rankings.

Latest Trends

1. Voice Search Optimization: With the rise of smart speakers and voice assistants, optimizing for voice search is becoming essential. Focus on natural language and long-tail keywords. Questions and conversational phrases are key.

2. AI and Machine Learning: Search engines are leveraging AI to better understand user intent. Use tools like SEMRush and Moz to analyze search intent and tailor your content accordingly.

3. Video Content: Video continues to dominate. Integrate high-quality videos into your product pages and optimize them with relevant keywords in titles, descriptions, and tags.

Algorithm Changes

1. E-E-A-T (Expertise, Authoritativeness, Trustworthiness): Google’s focus on E-E-A-T means that high-quality, authoritative content is more important than ever. Make sure your content demonstrates your expertise and is trustworthy.

2. Mobile-First Indexing: Ensure your site is mobile-friendly. Use responsive design and test your site with Google's Mobile-Friendly Test to ensure it performs well on all devices.

3. Core Web Vitals: Google's Core Web Vitals are crucial for ranking. Focus on improving your site's loading speed, interactivity, and visual stability. Tools like PageSpeed Insights can help you identify areas for improvement.

Future-Proof Strategies

1. Structured Data: Implement structured data (schema markup) to help search engines understand your content better. This can enhance your search results with rich snippets, potentially increasing your click-through rates.

2. Content Clusters: Organize your content into topic clusters. This helps search engines understand the relationship between different pages and can improve your site's authority on specific topics.

3. Regular SEO Audits: Conduct regular SEO audits to identify and fix issues. Tools like ScreamingFrog can help you find crawl errors, duplicate content, and other SEO problems.

4. User Experience (UX): A great user experience is key to retaining visitors and improving rankings. Ensure your site is easy to navigate, loads quickly, and provides valuable content.

By following this ecommerce SEO checklist for 2024, you can stay ahead of the competition and ensure your site is optimized for the latest trends and algorithm changes. Next, let's address some frequently asked questions about ecommerce SEO.

Frequently Asked Questions about Ecommerce SEO

What are the best tools for ecommerce SEO?

When it comes to ecommerce SEO, having the right tools can make a huge difference. Here are some of the best tools you should consider:

  • Google Analytics: This free tool provides insights into your website's traffic and user behavior. You can track metrics like bounce rates, session duration, and conversion rates.

  • Google Search Console: Helps you monitor your site's presence in Google Search results. You can check indexing status, identify crawl errors, and understand which keywords bring traffic to your site.

  • SEMrush: A powerful tool for keyword research, competitor analysis, and site audits. It provides detailed analytics and insights to help you improve your SEO strategy.

  • Moz Pro: Known for its easy-to-use interface, Moz Pro offers keyword research tools, SEO recommendations, site crawls, and performance insights.

Using these tools, you can gather the data you need to make informed decisions and optimize your ecommerce site effectively.

How often should I perform an SEO audit?

Performing regular SEO audits is crucial to maintaining your site's health and performance. Here’s a quick guide on how often you should do it:

  • Regular Intervals: Aim to perform a comprehensive SEO audit at least once every quarter. This helps you stay on top of any changes and ensures your site remains optimized.

  • Post-Update Checks: Whenever you make significant changes to your site, such as redesigning pages or adding new features, conduct an SEO audit. This ensures that your changes haven’t negatively impacted your SEO.

  • Performance Dips: If you notice a sudden drop in traffic or rankings, it's time to perform an SEO audit. Tools like ScreamingFrog can help you identify issues like crawl errors or duplicate content.

Regular audits help you catch and fix issues before they become major problems, keeping your site in top shape.

How can I improve my ecommerce site's mobile SEO?

With more users accessing websites via mobile devices, optimizing your site for mobile SEO is essential. Here are some tips:

  • Responsive Design: Ensure your site uses responsive design so it adapts to different screen sizes. This improves user experience and is favored by search engines.

  • Mobile-First Content: Focus on creating content that looks great and functions well on mobile devices. This includes using shorter paragraphs, larger fonts, and easily clickable buttons.

  • Speed Optimization: Mobile users expect fast-loading pages. Use tools like Google PageSpeed Insights to check your site’s speed and get recommendations for improvement.

By following these tips, you can enhance your site's mobile SEO and provide a better experience for your visitors.


SEO is not a one-time task but an ongoing process. Continuous improvement is key to staying ahead in the changing world of ecommerce SEO.

At First Pier, we understand the importance of keeping up with the latest trends and algorithm changes. Our team is dedicated to helping your online store succeed. We offer comprehensive ecommerce SEO services to ensure your site ranks well and drives organic traffic.

Staying ahead in SEO means regularly refining your strategies, tracking performance, and adapting to changes. Here are some tips to ensure you stay on top:

  • Regular SEO Audits: Conduct thorough audits to identify and fix issues. This includes checking for crawl errors, duplicate content, and content gaps.
  • Performance Tracking: Use tools like Google Analytics and Google Search Console to monitor your site's performance. Track SERP positions, traffic, and user behavior to make data-driven decisions.
  • Algorithm Updates: Stay informed about the latest algorithm updates from search engines. Adapt your strategies to align with these changes for sustained success.

By committing to continuous improvement and leveraging First Pier’s expertise, you can ensure your ecommerce site not only reaches its audience but thrives in the competitive online market.

SEO Success - ecommerce seo checklist

Ready to boost your ecommerce rankings? Explore our services and let us help you navigate the complexities of ecommerce SEO.

Enjoyed the read? There’s a heap more where that came from! Hit the ‘Subscribe’ button below. It’s a two-second affair, but the bounty of e-commerce wisdom we share is endless. You’d be silly not to!

There's more where that came from

Enjoyed the read? There’s a heap more where that came from! Hit the ‘Subscribe’ button below, it’s a two-second affair, but the bounty of e-commerce wisdom we share is endless. You’d be silly not to!